Don Jazzy, the acclaimed music executive and CEO of Mavin Records, recently shed light on this crucial aspect in a candid podcast interview with Fisayo Fosudo. He revealed a strategic move that highlights his savvy understanding of the competitive nature of the music business.
Strategic Release Dates: A Necessary Tactic
Don Jazzy disclosed that he deliberately avoids releasing his artists’ songs or projects on the same day as heavyweights like Wizkid and Asake. He emphasized that such a move would be “suicidal” for his artists’ visibility and streaming success.
Wizkid and Asake are titans in Nigeria’s music scene, especially in the streaming era. Their releases often dominate charts and command significant attention, making it challenging for other artists to compete on the same day. Recognizing this, Don Jazzy has adapted his release strategy to ensure his artists get the spotlight they deserve.
Shifting Away from Traditional Release Days
Traditionally, new music is released on Fridays to align with global industry standards and maximize chart performance. However, Don Jazzy is breaking from this norm. He mentioned, “We [Mavin] are moving from the traditional Friday release date to Wednesdays and Thursdays because there are no more Fridays [without another artist dropping a song].”
This strategic shift helps Mavin Records avoid the heavy competition on Fridays, allowing their artists to capture the audience’s attention more effectively.
Protecting Mavin Records’ Stars
Mavin Records boasts a roster of talented artists, including Rema, Ayra Starr, Crayon, Magixx, Boy Spyce, Johnny Drille, and Lifesize Teddy. By adjusting release dates, Don Jazzy ensures that each artist gets their moment to shine without being overshadowed by major releases from artists like Wizkid and Asake. This approach not only maximizes their streaming potential but also strengthens their brand presence in the industry.
Don Jazzy’s strategic decision to avoid releasing music on the same days as Wizkid and Asake showcases his deep understanding of the industry’s dynamics. By prioritizing his artists’ success and adjusting traditional release strategies, he continues to solidify Mavin Records’ reputation as a powerhouse in the Nigerian music scene. This move highlights the importance of flexibility and strategic planning in navigating the competitive world of music.
